The intensity of cashmere
Iris von Arnim, Corporate Identity, 2010-2012
For over 30 years, the Hamburg fashion company Iris von Arnim has embodied modern cashmere luxury made in Germany. It is the only brand whose founder still works under her own name as a designer and who manages her company independently. Unalterable values such as quality, craftsmanship and entrepreneurial freedom are the hallmarks of her creative work. Based on the repositioning of the brand as “The Intensity of Cashmere”, the corporate design was relaunched and presented comprehensively in all media areas. MUTABOR has been looking after Iris v Arnim for several years, from product features through digital and print media to photo shoots and special events such as pop-up stores.
IRIS V ARNIM MAGALOG Iris v Arnim is a brand that has lots of stories to tell. There are also background stories and contexts for every collection. For this reason, the boutiques were provided with a “Magalog” instead of a classic catalog. The mixture of magazine and catalog provided a clearer face for the brand and underscored its luxury positioning. Alongside the print medium, the stories were also integrated into the magazine section of the Iris v Arnim website.
IRIS V ARNIM POP-UP For Berlin Fashion Week in 2011, a pop-up store was opened at Murkudis at short notice. A young, colorful Capsule collection was presented here in cooperation with the blogger collective Styleproofed. This was an unusual move for the brand which caused it to suddenly re-emerge nationally in the features section of the major daily newspapers. Iris v Arnim is reinventing herself.
Logo design, corporate identity, corporate design, brand design, packaging design, communication measures, digital branding, web design, photo production, retail design
MUTABOR (lat): I’m going to change